6. Choose the right preposition from the box

by of with of in for on of among between until between in of for by at among of to

1.1 could not see the editor ... the guests.

2. Mary stood ... the platform ... her suitcases looking ... a taxi.

3. Signs were useful because they could be understood ... those who were unable to read.

4. The lift got stuck ... two floors ... the hotel. 5.1 found the letter hidden ... the photographs.

6. The famous maker ... furniture had his place ... business ... London ... the sight... the Chair.

7. There was practically no difference ... the two editions.

8. We will have to wait... the book appears in our town.

9. A picture could be painted ... giving the sounds ... the name, as ... the sign ... the town ... Chester.

10. The book has to go back ... the library ... Thursday.

7. Synonyms.

Find the synonyms to the following words in the text.

1. to have - ...

2. occupation- ...

3. man

4. sensible

5.people-...

6. rude - ...

7. not to manage

8. very big-...

9. aristocrat -...

10. businessman - ...

8. Antonyms.

Find the antonyms to the following words in the text.

1. modern-...

2. useless - ...

3. foolish

4.private-...

5. to lessen - ...

6. loss - ...

7. to succeed - ...

8. smooth - ...

9. commoner

10. inconspicuous - ...

9. Translate the sentences into English.

1. Владельцы магазинов, особенно удалённых от центральных улиц, вынуждены были привлекать внимание к своим лавкам и товарам.

2. Считается, что рекламные плакаты зародились в Китае две или три тысячи лет назад, но вывески древних виноделов и башмачников были найдены и в Италии.

3. Вывески с картинками были наиболее популярны, так как их понимали даже безграмотные люди.

4. Владелец пары быстрых ног и громкого голоса мог рассчитывать получить работу в древнем рекламном бизнесе.

5. Из-за криков рекламщиков, старавшихся переорать друг друга, жители древних городов сильно страдали от шума, так что проблема шумового загрязнения не нова.

6. У владельцев более ярких и крупных вывесок дела шли лучше, чем у остальных.

7. Многие хозяева постоялых дворов имели свои собственные опознавательные знаки, которые они вывешивали на фасаде зданий и некоторые из них сохранились до сих пор.

8. Аристократы, которым нравилось обслуживание в определённых гостиницах, разрешали их владельцам использовать свои имена в гербах.

9. Со временем, из-за больших размеров рекламных вывесок, стало опасно ходить по узким улочкам древних городов.

10. Достаточно просто было прорекламировать рыбный магазин — нужно было вывесить большой плакат с изображением рыбы.

10. Do a library research and write a 200-word essay on one of the given topics.

1. How to make people buy something. Ways of advertising.

2. The best advertisement I have ever seen.

3. The worst advertisement I have ever seen.

CONVERSATION AND DISCUSSIO Big Changes in the World of Advertising

Before you read

Discuss these questions:

1. What is the most powerful means of advertising?

2. Do you agree that the odder the name of a company is the more attractive it is for public?

3. Is it essential to put pressure on the customer to make him buy something?

Reading tasks

a. Understanding the main points Answer these questions:

1. What is the alternative to the standard 30-second television commercial, as Judy Hu sees it?

2. What do marketers try to do?

3. Who are the rivals of big agencies?

4. What are the origins of the industry's current problems?

5. What is the newest trend in a trend-conscious industry?

Understanding details

Say if these statements are Т (true) or F (false) according to the information in the text.

1. Ad spending in the United States declined in 2001 for the first time in its history.

2. The agency had been offering its traditional marketing ideas, emphasizing the standard 30-second television commercial which was quiet acceptable for the present day business.

3. The ad firms are trying harder because the major public agencies face shrinking profit margins and sagging stock prices.

4. According to Ian B. Rowden, there is an incredible ability to cling to what's been done because there's a comfort in that.

5. Using the miniature set in advertisement does not help to save budget.

b. How the text is organized

These phrases summarise the main idea of the paragraph.

Match each one with the correct paragraph.

1. "Rivals for the Strongest"

2."Bad Signs in Ad Industry"

3. "The Present State of the Ad Business"

4. "A Desire for Something Fresh"

5. "Know-How in a Trendy Industry"

Big Changes in the World of Advertising

(By Stewart Elliot)

The advertising business is undergoing an upheaval, forcing executives to alter how they do business. Marketers are trying to stay ahead of the technological innovations that are changing how consumers view their messages - and are putting pressure on their agencies to adapt.

The ad firms are trying harder because the major public agencies face shrinking profit margins and sagging stock prices. But it's unclear if the traditional agencies will be nimble enough to halt a slow decline that has seen many famous names vanish.

The big agencies also face many big rivals, which have jumped on the opportunity and are looking to steal business. Those boutiques use odd names - like Mother, Nitro, Soul - as devices to signal they are not about business as usual.

"Clients are looking at the results they're getting and they are not happy/ said Miles S. Nadal, chairman and chief executive of MDC Partners in Toronto, the parent of innovative agencies like Crispin Porter & Bogusky and Kirshenbaum Bond & Partners.

But some agencies may be moving too slowly. "There is an incredible ability to cling to what's been done because there's a comfort in that," said Ian B. Rowden, executive vice president and chief marketing officer for the Wendy's brand at Wendy's International in Dublin, Ohio.

The origins of the industry's current problems are many: collapse of many technology stocks in 2000, the fallout from the September, 11 terror attacks and the explosive growth of technologies that help consumers avoid ads - like digital video recorders, iPods and satellite radio. Advertisers are still trying to recover.

"The onus is on the agencies to make sure they have the right creative talent," said Lauren Rich Fine, an analyst who follows the ad industry for Merrill Lynch. "I suspect that's more difficult that ever," she added.

Ad spending in the United States declined in 2001 for the first time in four decades. Worse yet for agencies, profit margins have been shrinking significantly as clients, facing relentless competition and consolidation - in categories like automobiles, fast food and telecommunications - are eliminating waste from their ad budgets.

"In the 80's, we used to fight with clients over creative. In the 90's, it was about strategy. Now, it's only about money," said Jonathan Bond, co-chairman of Kirshenbaum Bond & Partners in New York.

So in a trend-conscious industry, economizing has become the newest trend. For instance, when Kirshenbaum Bond recently filmed a commercial for Liberty Mutual Insurance Company, retelling the tale of a Trojan horse, "instead of building a massive set, we used miniatures," said Rob Feakins, vice chairman and executive creative director. Using the miniature set saved about $150,000, or about 10 % of the budget for the commercial, he estimated.

"It's almost accepted that the model is broken and it's true for a new approach," said Carl Johnson, a former executive at agencies like TBWA Worldwide. He and four other high-profile refugees from main-stream agencies are now partners in a New York boutique named Anomaly.

"No one comes to us for more or the same," Mr. Johnson said. "Our last resort is an ad, if we can't think of anything else."

Anomaly is among a rash of boutiques that have started up to capitalize on the desire among marketers to do things differently -and the inability of many of the bigger agencies to accomplish that.

"Creativity used to be, 'Think inside the box." Then it was, 'Think outside the box.' Now, there's no box," said Linda Kaplan Thaler, chief executive of Kaplan Thaler, part of the Publics Group.

Over to you:

1. Why it is so important to be flexible on the current advertisement market?

2. What are the most significant characteristics of a successful advertiser?

3. Is Russia competitive on the current international ad market?

Summarize the text in no more than five sentences:

Как поступать с талантливыми сотрудниками (Read the text and translate it into English)

Как известно, в крупных компаниях существуют сотрудники, которые называются охотниками за головами /headhunters/ талантливых специалистов. У них есть своя сеть осведомителей, с помощью которых headhunter связываются по телефону с таким человеком и приглашают его в роскошный ресторан для знакомства и беседы. Дальше все зависит от опытности headhunter. Многие специалисты меняют свою работу именно таким образом, повышая себе каждый раз зарплату.

В настоящее время некоторые компании обходятся без охоты за талантливыми людьми. Они узнают о новых идеях такого таланта и распространяют их на всю компанию, создавая, таким образом, новую корпоративную культуру.

Когда новый сотрудник попадает в новую компанию, менеджеры пытаются проникнуться уважением и любовью к своим избранникам. Менеджеру может понравиться его/ее чувство юмора, его\ее терпение, или как новый сотрудник может справиться со сложной ситуацией.

Некоторые великие менеджеры считают нужным войти в очень близкие отношения с талантливым сотрудником и узнать о всех драмах его/ее личной жизни. Все это приводит в результате к тому, что талантливая личность начинает опаздывать на работу или не являться вообще на работу, чем ставит руководителей в тупик.

UNIT 4

TEXT

"THE TOWN CRIER" PART II

by G.C.THBONLEY

The coming of the age of printing and of regular newspapers, and the spread of education, naturally increased the chances and the value of advertisement. By the year 1714 there were eleven daily and weekly papers on sale in London, but not all of them were anxious to print advertisements.

All sorts of lies and false claims were made in some of the early printed advertisements. It is sad to think of the money wasted by poor sufferers on the useless medicines advertised in the papers of those times. Even doctors could not control their desire to become famous in the easy way. In July 1807 a certain Dr. Dunn put a notice in a paper saying that he could give advice "in all cases of blindness," but at least he was honest enough to say that he could not always make the blind see. Many other advertisements of the time were far more dishonest than this.

The national advertisement was born with the national newspaper, and those papers which were sold in millions every day were more useful to the advertiser than the papers with few readers.

Today in Britain there are several papers each of which sells more than four million copies a day, and the advertisement in one of those, reaching millions of eyes, is accordingly costly. It is the advertisements which make it possible to keep the price of the paper low; for advertisers are willing to pay well, if they get value for money. Some papers are not, in fact, chiefly newspapers: they are advertisers which also contain news to make people buy them. Some papers are even called Advertisers. So it may well happen that we read of the start of a war on the back of an advertisement for bath soap or a dance hall.

The immense advertisement business of today has become a matter for specialists, in whose hands the shopkeeper or

manufacturer places his advertising business. These men have studied the markets and the problems, and they make the necessary arrangements. The problems are not at all simple in our modern world. If the advertisement is going to be printed, where shall it be put? If in a newspaper, which paper? It is useless to advertise dancing shoes for girls in a paper read chiefly by tired lawyers or old generals in clubs. Probably it would be a waste of money to advertise a new Rolls-Royce in a workman's paper.

Even when the paper has been chosen, the work has hardly begun. There are the questions of the actual words to be used, and the size, shape and arrangement of the letters. How shall the reader's eye be caught? A picture may help, but what sort of picture? Of course the picture of a pretty girl (who has no connection with the subject at all) may increase the sales of coal or railway tickets, but her picture must be placed in the best position. On which page of the newspaper shall the advertisement appear? Some pages cost more than others, but they are the pages noticed by most readers. Such problems as these must be studied by the advertising specialist who wants to keep his business.

He must also study the question of colour in advertisements. Is it worth the extra cost? A coloured picture gives a much better idea of a woman's dress than a black-and-white drawing does. But extra attention which colour commands is in fact less than the extra cost of printing it, and the advantages of coloured advertisements haven't not been proved. The study of this subject has not brought very clear results.

In hot weather green and blue seem to be preferred by the public to red; but red is not preferred to green and blue in the winter! It was once thought that men liked blue better than red; but numbers of men wear red neckties, especially with grey suits. It was also believed that women preferred red to blue; yet a lot of blue hats are sold to women and girls. In any case, who can possibly tell what a woman will choose in a shop?

The question of the best colours to use in letters of an advertisement has also been studied. For reading at a distance black letters on yellow are the clearest, and black on white are the next best. It has been shown that red and yellow walls make a room look small, but they may be the best colours for large rooms. Green or blue often make a

room look larger than white does. But the final results of the effects of colour on the mind have not been determined.

Of course the advertiser may decide not to use the newspapers, but to put his notice on the side of a bus, or in a railway station, or in an underground train, or beside a road, where it will be seen by city walkers as they go to their offices day after day. The modern world provides other ways of persuading the public to spend their money. The first television service started in Britain did not, and does not advertise. It must not. It takes a pride in not advertising! If you are listening to the music of a great pianist, you will never be able to see what kind of piano he is playing, even when the television camera is pointing straight at his hands. The name of the maker of the piano is just not there.

But in later years the commercial service, which is paid for by advertisements only, was opened; and the advertiser can buy time on this if he wishes to. The cost of these advertisements is very high because the number of people who see them run into millions. They may last a few seconds and appear at suitable times during the entertainments: at the end of the play, or between Part I and Part II of a film.

The advertiser who chooses television has to decide which hour of the day suits him best. Men are usually at work during the daylight hours and so the evening is the best time to advertise articles for them. But women's clothes, soap and food may well be advertised during the afternoon when tired wives want to sit down.

Except on television the general quality of advertisements is now fairly high: much higher than it was when Dr Dunn described his abilities to the world. Advertisements which make false claims are not accepted, and some type of advertisements is not allowed by law. But television advertisements are sometimes of poor quality, and some of the people who watch get so tired of nonsense that they go out of the room to make some coffee as soon as the advertisements begin, and come back only when they are finished. Here is another problem for the advertisement specialist.

It is impossible to give a real idea of the place of advertisement in the modern world, but certainly hundreds of millions of pounds are spent every year on advertising. New ways of making people buy are always being considered, and we may expect different kinds of

advertisement to appear in the future. Already a company report in America has been printed in ink which has a lovely smell. Perhaps the advertising specialist of the future may have to decide whether to advertise a car in ink that smells of roses or of engine oil.

On television the human voice has returned to advertising; but we have surely traveled a long way from the public crier of ancient Athens.

GLOSSARY

•

1. the spread of education распространение

образования

2. to make the necessary делать необходимые arrangements приготовления

3. waste of money пустая трата денег

4. extra attention дополнительное внимание

5. the effects of colour влияние цвета на сознание on the mind

6. city walkers прохожие

7. of poor quality плохого качества

8. engine oil моторное масло

SPEECH PATTERNS

1) He was honest enough to say that he could not always make the blind see.

The dancer was famous enough to do the solo.

The editor is experienced enough to make some remarks.

I was young enough to wear such an attire.

But!

I have enough money to stuty.

He possesses enough courage to protect his family.

We have enough friends to rely upon.

2) It is the advertisements which make it possible to keep the price of the paper low.

It was my bosom friend who made it possible for me to find a job in the city.